Key stat: 40% of US adults say most or some of the health information on TikTok is trustworthy—the highest rating among major platforms, according to July data from KFF.

Beyond the chart:

• The majority of US adults don’t trust the health information coming from the government, including Congress, President Donald Trump, and Health and Human Services Secretary Robert F. Kennedy Jr., per a June 2025 survey from Ipsos and Axios.
• Instead, consumers are turning to online sources like social media and AI search—14% of US adults use AI to research healthcare questions and 11% use it to navigate healthcare in general, according to April 2025 data from Menlo Ventures.

Use this chart: Health brands can’t ignore social platforms, but trust is fragile. Partner with credible creators on TikTok and YouTube where trust is relatively higher and don’t overlook AI-driven search tools. Blending social strategies with AI search optimization ensures your content is discoverable where people actually start their health journeys.

Related EMARKETER reports:

• Consumer Distrust in Healthcare 2025 (EMARKETER subscription required)
• GenAI User Forecast 2025 (EMARKETER subscription required)

Methodology: Data is from the July 2025 KFF "Health Tracking Poll on Health Information and Trust: July 2025". 1,283 US adults ages 18+ from the SSRS Opinion Panel were surveyed online and via telephone during July 8-14, 2025. The survey was conducted in English (n=1,212) and in Spanish (n=71). The sample was nationally representative and had a margin of error of +/-3.0 percentage points.